Influences of Narcissism and Culture Type on Self-Image Congruency and Brand Attachment

This research investigates the individuals of two distinct cultures and attempts to determine whether culture and narcissism play a role in the likelihood for an individual to seek out congruency between a brand image and self-image. A comprehensive research model is presented and defines how a consumer s culture and narcissistic tendencies influence self-image congruency with a favored brand and whether that construct variable can influence the degree to which brand attachment is likely to manifest. The findings indicate that narcissists and individualists are more inclined to form self-image congruency with their favored brands image. Self-image congruency increases the likelihood of brand attachment formation for a consumer. Additionally, the moderating effect of self-efficacy dampens the relationship between self-image congruency and brand attachment, likely due to the more involved nature of individuals high in self-efficacy in regards to their relationship commitment and formation.